Amid the Iran war, inflation is rising again. Household budgets are tightening. Audience acquisition is getting more expensive while platform traffic becomes less reliable. For many publishers, the next churn wave is already forming.

This virtual INMA Master Class explores how leading news organisations are preparing for a more difficult subscription environment by redesigning retention around strategic pricing, robust onboarding, targeted engagement, community features, and AI agents intervening before subscribers disengage.

Across three practical modules, publishers and subscription experts will share how they are turning discounted trials into durable relationships using AI to detect likely churners, redesigning cancellation moments, and building stronger audience connection through culturally relevant storytelling and subscriber communities.

This practical, case-study-driven programme will help publishers rethink retention not as a save tactic, but as a company-wide growth system designed to protect subscriber revenue in a more volatile market. Participants will learn practical playbooks from publishers redesigning retention for a tougher year ahead. We’ll cover how to:

• Build stronger habits and subscriber value before cost pressures trigger cancellations
• Detect disengagement earlier with AI, behavioural signals, and smarter retention systems
• Turn onboarding, cancellation, and community into retention and loyalty engines

This Master Class is curated and hosted by INMA Readers First Initiative Lead Greg Piechota and will provide you with benchmarks, award-winning best practices, and novel strategies and tactics for your retention playbook.